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Beyond Measurement: How Coca-Cola Uses Attention Metrics to Increase Efficiency & ROAS

Beyond Measurement: How Coca-Cola Uses Attention Metrics to Increase Efficiency & ROAS

Marc Guldimann – Founder & CEO, Adelaide

Greg Pharo – Sr. Global Director, Holistic Communications & Marketing Effectiveness, The Coca-Cola Company

This presentation discussed cooperation between Coca-Cola and Adelaide. Adelaide created a metric AU—a single metric for brands to ensure their media gets the most attention. They conducted a campaign with Diet Coke to understand how attention metrics could be incorporated into a campaign measurement system to improve efficiency and to understand what could drive success. Coca-Cola has an end-to-end framework for measuring their campaigns. The E2E metrics has key components that measure human impact: head metric—all different measures if an experience was noticed and recalled; heart—resonance and relevance; hand—purchase/shopping; mouth—consumption. AU is part of the “head” component. An earlier trial in Europe took two campaigns—one with Aquarius and one with Coke. Half of media was optimized based on attention and the other on exposure. Clear convincing results showed that there is higher ad recall, recognition and impact based on attention as opposed to viewability. The Diet Coke campaign focused on the following questions: Can attention metrics offer insights into media? What level of attention is needed to increase brand lift? How can we gain real time insights? Can we leverage attention metrics to reduce ad waste? Methodology—3 stages: 1. A/B test: The campaign was split into two groups, AU-optimized and BAU optimized to VCR and CTR. Findings show consistent results when optimizing attention. Half to viewability and half to attention. 2. Max AU analysis: This considers the single highest AU impression for a respondent to control for frequency. It uses actual response data to gauge lift. This suggests the level of attention at which single impressions are impactful. Findings show exposure to media above 35 AU resulted in higher ad recall, purchase intent and favorability among consumers. 3. AU flight control: This considers the relationship between the frequency of exposures and Lucid survey results at different levels of media quality. Suggests the AU above which media is cumulatively impactful. They conducted regression analysis to find the minimum AU to use to drive consistent outcomes. The correlation at given frequency between ad exposures and purchase intent increases above 20 AU. For the Diet Coke campaign, optimal AU increased above 20 AU and is strongest above 29 AU, peaking at 38 AU. There is an opportunity to drive incremental lift: 1. Exposure to high AU media drives brand lift indicating AU is a proxy for Coca-Cola’s KPIs. 2. Identifying the minimum level of AU required for a KPI uncovers significant efficiencies. 3. Attention metrics provide a real-time window into brand performance. Next steps: How to measure AU everywhere; To explore leveraging high AU PMPs to provide targeting opportunities.

Key Takeaways

  • Exposure to high AU (Adelaide’s Attention Metric) drives brand lift indicating AU is a proxy for Cola’s KPIs.
  • Identifying the minimum level of AU required for a KPI uncovers significant efficiencies.
  • Attention metrics provide a real-time window into brand performance.

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If an Ad Plays When the TV is Off, Did Anyone See It?

If an Ad Plays When the TV is Off, Did Anyone See It?

Mike Fisher – Executive Director, Investment Innovation, GroupM

Mike Fisher of GroupM shared findings from an eye-opening study conducted with iSpot.tv, investigating continuous play scenarios. It revealed a viewability issue with external, third-party, streaming devices such as Roku, Amazon Fire TV and gaming consoles Xbox and PlayStation. Such devices make the verification of ad delivery via TV apps more difficult. While such a device may signal that an ad was delivered, the TV screen itself may be off. Since external devices and the TVs they are attached to do not talk to each other, and so the message is lost. Fisher urged this as an industry-wide issue that multiple parties: manufacturers, publishers, agencies and advertisers, need to come together to fix. iSpot curated data from three sources from the first half of 2021 (Jan. 1 – June 30). GroupM supplied trade desk impression logs from programmatic buying, including each IP address an impression was delivered to, the device ID and the unique ad identifier, the time stamp and the app that was used. The second source was iSpot pixel impression logs which included the timestamped feed of OTT impressions and the delivery device UA to validate impressions (TV mapping). These were compared and matched against iSpot’s ACR data (licensed from VIZIO/Inscape) which showed whether the TV was on or off at the time an impression was delivered.

Key Takeaways

  • The results showed that 15-20% of the time, when an ad is playing on such an external device, the TV is off. Every publisher and device combination were affected.
  • This doesn’t happen with most Smart TVs, although there is one that goes into a low power mode (Fisher wouldn’t say which).
  • The initial study did not look at input switching, such as when someone switches to a gaming console or cable box. But that is part of phase two, along with how time of day affects this phenomenon (i.e., people falling asleep in front of the TV) and expanded data sets to look at linear TV consumption.
  • GroupM is now testing what combinations of devices and cables make the problem better or worse and why. Older HDMI cables and having a sound bar can interrupt the power on/off signal, they found. Pucks and sticks, and other devices hidden behind TVs, also have a higher occurrence of continuous play.
  • Prompts that ask, “Are you still watching?” help avoid this. Some platforms wait four hours to ask, which is too long, but with short-form episodic viewing, asking too often can annoy viewers.

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The Quality Media Framework

The Quality Media Framework

Souptik Datta, Ph.D. – Sr. Director, Data & Analytics Services, GroupM

Michael Siewert – Programmatic Director, Colgate-Palmolive Co.

Michael Siewert (Colgate-Palmolive) and Souptik Datta (GroupM) presented how their companies worked together to combine measurement data for building custom solutions around bidding in the programmatic space. Colgate wanted to create their own quality definition for their inventory and be able to benchmark at a scalable cost benefit. Building a framework around their definition of quality and creating their own “qCPM” metric allowed them to understand the details of performance at a baseline and optimize with machine learning across 80+ markets and varying formats.

Key Takeaways: Mapping their quality journey involved

  • Defining the quality metric for Colgate led Souptik (GroupM) to create a menu of foundational elements (verification, clarity) and Colgate’s CPMs, KPIs, goals and values that constituted quality for them, which then informed a custom formula. Their qCPM metric is formulated from cost, quality and business effectiveness KPIs.
  • Reporting and benchmarking: Using multiple DSPs, clean rooms and viewability partners to build a global reporting scalable cloud-based system, Colgate’s interactive dashboard was able to measure benchmarks and put dollar values to opportunity sizes (underperforming and extra mile) for the first time.
  • Automating custom bidding to optimize for quality: Because it’s not possible to optimize manually, Colgate used its own AI algorithm to spot inefficiencies, seeing a nearly 20% lift in small-scale tests. They also implemented their own custom bidding tests to monitor and analyze to see how much improvement they could make.

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AUDIENCExSCIENCE 2023

AUDIENCExSCIENCE 2023

The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.

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Attribution & <em>Analytics</em> Accelerator 2022

Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

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